Unit 1

Identifying business
opportunities
Business opportunities

IDENTIFY UP TO 5 INDUSTRY TRENDS FOR YOUR BUSINESS

Analyse trends reports and define what relevant trends you will be following.

In the next page you have a list with different source but feel free to use different
sources you may find.

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Free Trends report

Resource 1
“The Future 100” report by Wunderman Thompson
In the wake of COVID-19, the report will help brands understand shifting demands,
navigate emerging consumer behaviors and chart a course through the evolving
landscape.
https://intelligence.wundermanthompson.com/trend-reports/the-future-100-2-0-20/

Resource 2
“THE GLOBAL STATE OF Digital 2020” by Hootsuite.
A comprehensive look at the state of the internet, mobile devices, social media, and
ecommerce
https://hootsuite.com/pages/digital-2020

Resource 3
Global Food and Drink Trends 2030 by Mintel.
Three trends that will shape global food, drink, and foodservice markets over the next 10
years.
https://www.mintel.com/global-food-and-drink-trends

Resource 4
Daily updates on how companies are adapting to the new normal caused by Covid-19.
Use our research to develop actionable strategies for your organization.
https://www.boardofinnovation.com/low-touch-economy/

Resource 5
Deloitte Global Millennial Survey 2020
Millennials and Gen Zs hold the key to creating a “better normal”
https://www2.deloitte.com/pt/en/pages/about-deloitte/articles/deloitte-global-millennial-
survey-2020.html

Resource 6
The State of Fashion 2020 Coronavirus Update by Mckinsey
https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/its%20ti
me%20to%20rewire%20the%20fashion%20system%20state%20of%20fashion%20coro
navirus%20update/the-state-of-fashion-2020-coronavirus-update-final.pdf

Resource 7
The Etsy Journal is your source for ideas and inspiration for creative living. Explore
artists' studios, maker stories, emerging design trends, and DIY projects.
https://blog.etsy.com/en/tags/etsy-trend-guide/

Resource 8
Global Consumer Trends 2030 by Mint. Seven core drivers of consumer behaviour that
will shape global markets over the next 10 years.
https://www.mintel.com/global-consumer-trends
 Competitive Analysis

RESEARCH 4 OF YOUR COMPETITORS

Evaluate their strategies to determine their strengths and weaknesses relative to your
own business. The goal is to gather the intelligence necessary to develop your go-to-
market strategy.

Change the colour of the asterisks from white to red.

Excellent *****
Good ****
Average ***
Poor **
Very bad *

Competit Portfolio Product originality P/Q ratio Customer Market Distributi Communi certificati Positive
ors assortme quality support share on cation ons impact
nt

1 ***** ***** ***** ***** ***** ***** ***** ***** ***** *****

2 ***** ***** ***** ***** ***** ***** ***** ***** ***** *****

3 ***** ***** ***** ***** ***** ***** ***** ***** ***** *****

4 ***** ***** ***** ***** ***** ***** ***** ***** ***** *****

Example to follow
SWOT analysis

IDENTIFY STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND

THREATS RELATED TO YOUR BUSINESS.
Use the S.W.O.T. framework

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

TYPE RESPONSE TYPE RESPONSE TYPE RESPONSE TYPE RESPONSE

HERE HERE HERE HERE
Gaps in the market

IDENTIFY UP TO 5 KEY MARKET OPPORTUNITIES

Considering :

● The relevant industry and consumer trends you have identified

● The competitive analysis
● The conclusions while creating your SWOT analysis

Please share the key market opportunities you have identified.

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Unit 2
Building your brand
positioning strategy
Brand Purpose and Positive Impact

DEFINE YOUR BRAND PURPOSE

The brand purpose is what your brand stands for, why your brand exists.

TYPE RESPONSE HERE

DEFINE YOUR BUSINESS POSITIVE IMPACT

Choose up to 2 Sustainable Development Goals defined by UN. Mark with x inside de box X

https://www.un.org/sustainabledevelopment/sustainable-development-goals/

Explain in detail your Positive impact.

TYPE RESPONSE HERE

Target Audience

DEFINE THE TARGET OF YOUR BRAND

Try to picture your consumer target. Think about what their life is like. Where do they
live? What is their day like? Where do they work? How do they spend their weekdays or
weekends? What do they do for fun? Try and connect it to your product, why would they
pick your product, and how it fits into their life.

Revisit the concepts in the next page if you need it.

Demographics
TYPE RESPONSE HERE

Geographics
TYPE RESPONSE HERE

Psychographics
TYPE RESPONSE HERE

Behavioural
TYPE RESPONSE HERE
Target Audience

USEFUL TIPS TO DEFINE YOUR TARGET

Demographics: refers to segmenting an audience according to factors like

1 age, gender, race, income, occupation, family size, education: What is
the age and gender of your target market? How old are they? What do
they do for a living? How much money do they make?

Geographic: Where do they live? Is geography a limiting factor for any

2 reason?

Psychographics: is a method used to segment customers by their

personality traits, attitudes, interests, hobbies, values and other lifestyle
3 preferences, beliefs, opinions: What hobbies and interests does your
consumer have?

Behavioural: refers to user behavioural patterns, heavy or low usage

4 rate, purchase and usage occasion, price sensibility, loyalty, benefit
expectations, impulse buying etc.

If you need help identifying your target, remember you can use
Facebook's Audience Insights Tool.
https://www.facebook.com/business/insights/tools/audience-insights

Facebook Audience Insights gives you aggregated information.

Demographics overview: See age and gender breakdowns, education
levels, job titles, relationship statuses and more.

Find out what people like: Learn about people's interests and hobbies.

Learn about lifestyles: Audience Insights combines relationship status and

location to tell you about the types of people interested in your business.

Source : How to use Facebook’s Audience Insights Tool:

https://www.youtube.com/watch?v=NzSkAZHxWcs
Brand values

DEFINE UP TO 10 OF BRAND VALUES

Remember, a value is something that’s high in the hierarchy of our interests (things that
you believe are important). We use them unconsciously in many cases to judge what’s
right and what’s wrong. They determine your priorities.

Your brand values create the moral compass of your business. They help to define the
culture of your business – and how you get things done.

Take a look at this values list if you need inspiration: https://soulsalt.com/list-of-

values-and-beliefs/

1 Text here
1
2 Text here
2
3 Text here

4 Text here
3

5 Text here
4
6 Text here

57 Text here

8 Text here
6
9 Text here

7 10 Text here

10
Brand personality

DEFINE UP TO 10 HUMAN CHARACTERISTICS THAT ARE

ATTRIBUTED TO YOUR BRAND

Brand personality is what makes your business human in the eyes of your potential
customers. Basically is a set of human characteristics that are attributed to a brand.

It’s communicated through tone of voice, visuals, and even customer service
policies.

They’re expressed as adjectives that convey how you want people to perceive
you (e.g. cheerful, youthful, charismatic, friendly, responsible, sophisticated
and so on).

Take a look at this values list if you need inspiration:

http://ideonomy.mit.edu/essays/traits.html

1 Text here
1
2 Text here
2
3 Text here

4 Text here
3

5 Text here
4
6 Text here

57 Text here

8 Text here
6
9 Text here

710 Text here

10
Value proposition

DEFINE YOUR BRAND’S VALUE PROPOSITION

Align your product more closely to its target customers needs.

Complete the exercise below. If you need revise the theory, please go to the next page.

Customer jobs to be done

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1

Pains
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2

Gains
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3

Products and services

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4

Pain relievers
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5

Gain creators
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6
Value proposition

Customer jobs to be done – The social, functional and emotional tasks

1 that customers are trying to achieve – this includes desires that they
need to satisfy, problems that they are trying to solve or tasks they
need to perform.

Pains – The negative experiences, risks and emotions that the customer
2 is trying to avoid.

Gains – The positive outcomes and benefits which your customer would
3 like to have.

Products and Services: A list of products and services that you are
4 offering to help your customers to get a functional, emotional or
emotional job to be done.

Pain Relievers: How you eliminate or reduce the things that annoy your
5 customers.

6 Gain Creators: How your product or service creates customers gains –

positive outcomes and benefits your customers expect.
Value proposition

SHAPE YOUR FINAL VALUE PROPOSITION IN A SHORT

PARAGRAPH
Choose the main elements from the previous exercise.

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If the company has budget to pay a graphic designer, complete
workbook “Additional resources: Work with a graphic designer” instead.

Unit 3
Creating your
visual identity
Inspiration board

SHARE YOUR INSPIRATION BOARD

Create a secret board on Pinterest - https://www.pinterest.com/ with a collage of 15 to
30 images that inspire your brand style and also reflect the emotions you would like to
awake into your target audience.
Your board should look cohesive, well-integrated and unified.
Consider colour psychology when choosing images with colours.
https://www.colorpsychology.org/

SHARE YOUR BOARD HERE

Brand’s moodboard

SHARE YOUR BRAND’S MOODBOARD

Create your final moodboard by choosing the 5 to 10 images that best represent your
brand and brand’s colours.

Basically it’s a refined version of your inspiration board from previous exercise.
Use the tool Canva https://www.canva.com/

SHARE YOUR MOODBOARD HERE

Brand’s colour palette

CREATE YOUR COLOUR PALETTE OR REVIEW YOUR EXISTING

COLOUR PALETTE TO FIT YOUR BRAND

Choose up to 5 colours to create your colour palette by using Color Adobe -

https://color.adobe.com/
Remember: contrasting colours are easy to use.

SHARE YOUR COLOUR PALETTE HERE

Logo design

1. IF YOU ALREADY HAVE A LOGO

Check your existing logo and understand if there is room of improvement.

CHECKLIST FOR A SUCCESSFUL LOGO DESIGN

Is it legible and easily readable?

Does your logo incorporate an attractive and professional appearance?

Does the form have good balance and proportions?

Is the form clean and simple?

Does its style match your brand’s personality?

Is it different from your competitors logos?

Are the colours appropiate for the emotions you want to awake in your
target audience?

Is it free of fine lines or small details that will get lost at small sizes?

Will it work on all the applications / surfaces you will need to use it for?

Does your logo have a timeless design that does not depend on modern or
“edgy” design fads?

2. IF YOU DON’T HAVE A LOGO, CREATE YOUR LOGO DESIGN

Design your logo with the tools provided on the course and share your final logo design
here.
SHARE YOUR LOGO HERE
Typography for headings and
paragraphs

DEFINE YOUR TYPOGRAPHY KIT FOR HEADINGS AND

PARAGRAPHS

● Ensure readability even in small screens like mobile

● Use free and well known fonts
● Choose a right combination of fonts for headings and paragraphs with
https://www.canva.com/font-combinations/

SHARE YOUR TYPOGRAPHY KIT HERE

Brand style guide

CREATE YOUR BRAND STYLE GUIDE OR SHARE YOUR EXISTING

ONE.

Put all elements together with https://www.canva.com/:

● Your logo
● Your colour palette
● Your fonts for headings and paragraphs

SHARE YOUR BRAND STYLE GUIDE HERE

Unit 4
Building your
marketing mix
PRODUCT DESCRIPTION SHEET

CREATE YOUR PRODUCT DESCRIPTION SHEET

Organize and visualize all the aspects regarding your product.

Include all the relevant information of your product. Every single product should have a sheet.

Brand: SKU N°:

Category: Certifications:

Product Name: Materials Origin:

Product short description: Keywords for SEO:

Product long description:

Size
Additional information (sustainable
Weight process, other services, tasting notes, year
of manufacture,etc.)
Price

Product information: How to use it:

Ingredients/Materials: Storage instructions:

Nutritional facts:
Shipping info by country:

Shipping costs: Accept return: Yes or NO

Ready to ship / made to order: Warranties:

 PRODUCT PORTFOLIO MATRIX

CREATE YOUR PRODUCT DESCRIPTION SHEET

Organize the Product Portfolio Roadmap of your brand using this matrix.
The green boxes are the strategic range, in this group you should include:
● Core strategic range
● New products Develop.
The blue boxes are the tactical range, in this group you should include:
● Gifts
● In & Out Special Edition
● Ad Hoc products for Key Channels o clients
● Products for specific clients/consumers
● Co-creations or collaborations
● New product development

Strategic range

New Product
Core strategic range Development
(NPD)

Tactical range

1. 2. 3. 4. 5. 6.
Gifts In & Out Ad Hoc for For specific Co-Creations / New Product
special key clients/ Collaborations Development
editions channels o consumers (NPD)
clients
SUSTAINABLE PACKAGING

CHECKLIST OF ELEMENTS TO IMPLEMENT ECO-FRIENDLY

INITIATIVES
Use this checklist as a guide to identify the key initiatives for your sustainable packaging
strategy:

1. Share disposal and recycling best practices

2. Recycled packaging materials

3. Plant-based, editable or plantable packaging

4. Compostable and biodegradable plastic alternatives

5. Develop manufacturing partners with sustainable practices

6. Avoid over-packaging throughout the supply chain

7. Ship in a smaller package

Now, identify your international certifications: e.g. FSC, Fair Trade, B Corp,Plastic
Free,etc

TYPE RESPONSE HERE

DISTRIBUTION STRATEGY FOR
ONLINE

IMPLEMENT AN ONLINE CHANNEL STRATEGY

Define your online strategy for B2B and B2C.
You can combine different options according to your business.

Mark with an X

Website Marketplace

Direct order B2C: Direct purchase

Direct order B2C: Subscription

Direct order B2B: Direct purchase

Direct order B2B: Contact form

 SETTING PRICES FOR YOUR
PRODUCT

CHECKLIST OF KEY FACTORS TO CONSIDER WHEN SETTING

PRICE
This checklist will help you in the development of pricing strategy:

1. Do research on competitor pricing:

2. Consider your target audience (Who is your customer)

3.Be aware of your costs, with special attention on hidden cost
and do a detailed follow-up to avoid eroding your product´s
profitability
4. Consider the state of the market for the product

5. The state of the economy

6. Other elements of the marketing mix: (distribution channel)

IMPLEMENT YOUR PRICING STRATEGY

Define your pricing matrix to guide you in the setting prices of your products

Type of Product Maximum Minimun Maximum Minimum Key dates Key Average Price Index
costs RSP RSP Discount Discount for competitor price Key vs Key
product (Price (Price discounts Competitor Competitor
ceiling) Floor)

Product
A

Product
B

Product
C

Product
D
COMMUNICATION GOALS

DEFINE YOUR COMMUNICATION GOAL

Write your communication goal (what you want to achieve) considering the
communication funnel.
Remember to use the SMART rule.
● Specific: Well defined, clear, and unambiguous
● Measurable: With specific criteria that measure your progress toward the
accomplishment of the goal
● Achievable: Attainable and not impossible to achieve
● Realistic: Achievable with available resources
● Timely: With a clearly defined timeline, including a starting date and a target date

TYPE RESPONSE HERE

TARGET AUDIENCE

DEFINE YOUR TARGET AUDIENCE

From the target defined in the brand positioning, you must choose the subgroup of
people to address with your communication.

The more specific your audience, the more effective your plan will be.

Demographics
TYPE RESPONSE HERE

Geographics
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Psychographics
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Behavioural
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COMMUNICATION CHANNELS

DEFINE YOUR COMMUNICATION CHANNELS

Choose the communication channels that will best reach your audience marking a “x” in
the empty boxes.

The media via which you communicate is the essential mechanism in your
communication strategy. Whilst there may be a temptation to try and cover every type of
media channel, it is important to consider the relevance of each media channel for your
specific communications objectives.

Define your social media channels

List below the social media channels in which your brand will be present.
TYPE RESPONSE HERE
COMMUNICATION BUDGET & TIMELINE

DEFINE YOUR COMMUNICATION BUDGET AND TIMELINE

● Decide when you will implement your plan. Make sure your communication plan is
timely.

● Ensure that your budget matches your ambitions.

Q 1 2021 Q2 2021 Q3 2021 Q4 2021 Total 2021

Web $ $ $ $ $
developer and
plugins

Writer / Editor $ $ $ $ $
/ content
creator

Photos/videos $ $ $ $ $

Apps (canva $ $ $ $ $
premium,
Mailchimp,
etc)

Advertising on $ $ $ $ $
social media

Graphic $ $ $ $ $
Designer

Others $ $ $ $ $

Total $ $ $ $ $

Note: Reflect your budget in the currency you consider is pertinent.

Brand’s communication pillars

IDENTIFY UP TO 8 PILLARS FOR YOUR BRAND, PRIORITISE

THEM AND ASSIGN A % TO EACH OF THEM
Think about what are the fundamental aspects of your brand to communicate to your
target market. These pillars are the key building blocks for your brand and will help you
to create a positive brand perception.

Prioritise them and assign a % to each of them according to the relevance they will have
in your communication assuming the sum of them conform 100%.

PILLAR 1
TYPE RESPONSE HERE
ASSIGN
% HERE

PILLAR 2
TYPE RESPONSE HERE
ASSIGN
% HERE

PILLAR 3
TYPE RESPONSE HERE
ASSIGN
% HERE

PILLAR 4
TYPE RESPONSE HERE
ASSIGN
% HERE
Brand’s communication pillars

PILLAR 5
TYPE RESPONSE HERE
ASSIGN
% HERE

PILLAR 6
TYPE RESPONSE HERE
ASSIGN
% HERE

PILLAR 7
TYPE RESPONSE HERE
ASSIGN
% HERE

PILLAR 8
TYPE RESPONSE HERE
ASSIGN
% HERE
UNIQUE BRAND’S STORY

Create your unique brand’s story

Story is one of the most powerful tools that brands have to persuade. Write here the
narrative of your brand’s story in a few sentences.

TYPE RESPONSE HERE

CHECKLIST FOR A SUCCESSFUL STORYTELLING

1. AUTHENTIC

2. EMOTIONAL

3. ENGAGING

4. RELATABLE

5. RELEVANT
Plan the content for your website

CHECKLIST OF ELEMENTS FOR A SUCCESSFUL WEBSITE

CONTENT

1. HOME

2. SHOP

3. ABOUT US

4. POSITIVE IMPACT

5. CONTACT US

6. CUSTOM INFORMATION

7. DYNAMIC CONTENT
Plan the content for your marketplace

CHECKLIST OF ELEMENTS FOR A SUCCESSFUL STORE IN A

MARKETPLACE LIKE ETSY

1. BANNER AND SHOP LOGO

2. SHOP ANNOUNCEMENT

3. ABOUT SECTION

4. SHOP MEMBERS

5. PRODUCT LISTINGS, IMAGES AND PRODUCT DESCRIPTIONS

6. SELLER PROFILE

7. SHOP POLICIES
Brainstorming - Ideas for one Pillar

LIST 10 IDEAS FOR YOUR CONTENT IN A PILLAR OF YOUR

CHOICE
Do a brainstorming and list your main 10 ideas of content for one of the pillars. These
ideas are just the titles for your content in your website/store in a market place or your
social media channels.

PILLAR X
TYPE RESPONSE HERE

VISUALISE YOUR IDEAS. INSPIRATION PINTEREST BOARD

Add your inspiration visuals to bring your ideas to life.
Take high-quality product photos
with your smartphone

Prepare your smartphone to take at least 4 photos of a product from different angles.

Before taking photos

Make sure you clean your camera lens well before your photo session

Choose the highest quality/resolution setting your phone allows. This will
give you the best image possible to start with, and you can reduce file
size when you edit.

Turn the flash off and don’t zoom in. Digital zoom is not great for picture
quality.

Steady your camera. Your best options is to invest in small tripod.

Avoid taking selfies. Rear-facing cameras provide with higher resolution

that front facing cameras.

Get your lighting right.

Watch your background. You can also set the scene with contextual shots
that show your products in their environment but make sure any scenery
adds to the focus instead of taking away from it.

Shoot multiple angles and details

Check photos requirements in specific online channels (for example):

● Etsy:
○ File type must be.jpg, .gif or .png.
○ Recommended size is at least 2000px and less than 1MB.
○ Take horizontally oriented photos and centre your product
○ You can use any background colour, although a white
background in preferred.
○ Avoid using watermarks.

● Website:
○ Use .jpg file format, which offers a solid balance between the
file size and quality.
○ Recommended size is 2048 px and never under 800 px.
○ Keep your images at 1 to 2 MB.
○ Keep the width and height aspect ratio of all your feature
images the same.
○ For mobile resolution, it will be best if your images are
square and your product is vertically and horizontally
centered.
Take high-quality product photos
with your smartphone

After taking photos

Remember that you can always take your product photos further and edit them, but do
not overdo it.

Your phone will offer your some editing tools but you can also use online free tools such
as Pixlr, Snapseed or Photoshop Express Photo Editor.
Once your photos are ready, check if they comply with the following:

The style (image format, background color, product position, image framing) of
all photos is similar.

The quality of light is good enough and the image is sharp.

The photos realistically reflect the characteristics of the product.

The final step is to upload them into your Google Drive Folder and paste below the link
with the photos:
● Google Drive link:
30 Days calendar - Instagram posts

PLAN YOUR SOCIAL MEDIA POSTS FOR 30 DAYS

First assign a different colour to each pillar (up to 8 pillars). Change the colour below
from grey to the ones of your choice.

Pillar 1 Pillar 2 Pillar 3 Pilar 4 Pillar 5 Pillar 6 Pillar 7 Pillar 8

Second, assign a pillar to each day, for 30 days, assuming you will be posting every day
one post in your social media account.
Consider the % you have defined for each pillar in the previous exercise.

Change the colour from grey to the ones you have defined for each pillar above.
Additional
resources: How
to work with a
graphic designer
BUSINESS BACKGROUND

Do you want to work with a graphic designer to create a logo and visual identity for your
brand that helps you attract customers and that is aligned with your brand values?

Any design has to fulfill a strategic function and have specific objectives for the brand.
We cannot improvise and ask a graphic designer for “a beautiful logo”, because if that
happens, the most likely is that the process will be eternal and the result will not be what
you expected it to be. Therefore, it all begins with a design brief: an informative
document that contains everything you need to ask the designer to start working on
creating your logo and brand identity. The brief has to be as clear and complete as
possible to ensure that the end result is a success.

BRIEF THE DESIGNER WITH BACKGROUND INFORMATION

If you want to work with a designer, it is important that he/she knows as much as
possible about your business. First, you need to provide the designer with your contact
details and general background information of the business.

Name:

Business name:

Business sector:

Brand name:

Contact email: Phone number:

Website/Marketplace/Social Media:

If “yes”, add an attachment with

Does your brand have a logo? Yes No
a high-resolution logo

If you do not have a logo,

would you like to request a Yes No
logo design?
BUSINESS BACKGROUND

PROJECT GOAL

BRIEF DESCRIPTION OF YOUR BUSINESS

YOUR BRAND PURPOSE

POSITIVE IMPACT OF YOUR BRAND

TARGET
DEMOGRAPHIC
(Gender, age…)
GEOGRAPHIC
(City, country…)
PSICHOGRAPHIC
(lifestyle, values…)
BEHAVIOUR (Price
sensitivity,
expectations…)
BUSINESS BACKGROUND

DESCRIBE THE NECESSITY THAT YOUR PRODUCT/BUSINESS COVERS

BRAND VALUES

BRAND PERSONALITY

COMPETITIVE ADVANTAGE

KEY COMPETITORS

DESCRIBE YOUR PRODUCT/SERVICE PORTFOLIO

LOGO AND BRAND IDENTITY

NAME YOU WANT TO DISPLAY ON YOUR LOGO

IS THERE A REASON WHY YOU SELECTED THAT NAME?

DO YOU HAVE A SLOGAN FOR YOUR BRAND? DO YOU WANT TO

INCLUDE IT IN YOUR LOGO?

IS THERE ANY KEY ELEMENT YOU WANT TO INCLUDE IN YOUR LOGO?

DO YOU WANT ANY SPECIFIC FORMAT?

DO YOU HAVE ANY PREFERENCE OVER A LOGO TYPE?

Logotype Isotype Isologo

DO YOU HAVE A DEFINED COLOR PALETTE FOR YOUR BRAND IDENTITY?

LOGO AND BRAND IDENTITY

WHAT IS THE SCOPE OF THE DESIGN WORK?

HAVE YOU CHOSEN ANY STYLE WITH WHICH YOU WANT TO IDENTIFY
YOUR BRAND?

INSERT YOUR BRAND’S MOODBOARD(if you have one)

INSERT YOUR COULOUR PALETTE (if you have one)

LOGO AND BRAND IDENTITY

INSERT ANY LOGO INSPIRATION SOURCE

INSERT ANY TYPOGRAPHY INSPIRATION SOURCE

TIME RESOURCES AND BUDGET

WORK SCHEDULE

Describe task 1 Set deadline

Describe task 2 Set deadline

Describe task 3 Set deadline

ASSIGNED BUDGET